UPDATE Feb. 5, 2026: Apple Care: My Warranty Ordeal
We often read about “customer first” policies framed on office walls, but we rarely see them practiced when situations become difficult. This is one story where that principle was not just recited—but lived.
Customer First Is Easy to Frame, Harder to Live
Customer first philosophy is one of the most frequently conducted training programs in companies. Yet angry and complaining customers are often labeled as the “pampahirap sa trabaho” (the reason why work is not fun), fraud (complaining to gain something), or even a demolition agent from a competitor.
Allow me to share an unfortunate incident that was handled well—and led to a genuinely happy ending.
- “Consumers are our lifeblood, the center of the doughnut.”
- “There is no substitute for quality in our service to consumers.”
These are the first two of the seven “original” mission statements of Krispy Kreme Doughnuts. I experienced firsthand how this easily recited—but difficult to implement—philosophy was carried out
One of the regular places I hang out is Krispy Kreme.During one of our family bonding moments, my son and I decided to chill at KK SM Manila while waiting for my wife and daughter to finish shopping.
In the middle of doughnut feasting and playing with my MacBook Pro, what every Mac owner fears happened right in front of my eyes—a not-so-small amount of water spilled onto my unit.
Drops of water fell from the air-conditioning unit above our table, directly onto the keyboard of my MacBook Pro. I immediately called the attention of the manager and explained what had happened.
The manager calmly invited this panicking customer to visit iStudio for a technical opinion. There, we were advised that while some MacBook Pro units survive similar incidents, the warranty could be voided. The technician also instructed us to keep the unit powered off and inverted for 24 hours.
Now, if you are a Mac owner, how would you feel after hearing those words?
the replacement MBP I received from Krispy Kreme and The Max’s Group
To cut the story short, my MacBook Pro survived the water incident. However, Krispy Kreme—operated by the Max’s Group in the Philippines—true to its customer-first philosophy, decided to replace my unit with a brand-new MacBook Pro with the same specifications.
As their customer, I felt heard. Krispy Kreme acknowledged that even if the unit survived, the water damage effectively cost me three years’ worth of warranty protection.
What impressed me even more was that two high-ranking members of the Max’s Group management—the IT Head and the Operations Head—personally handled the situation and spoke with me directly.
It took two weeks to replace the unit due to the Holy Week holidays, but the actions of Krispy Kreme and the Max’s Group were well worth writing about. Happy endings are stories worth telling.
As a management consultant, hats off to Krispy Kreme and the Max’s Group for truly “walking the talk” on their customer-first philosophy. One happy customer here.
What does “customer first” really mean in practice?
It means prioritizing long-term trust over short-term cost, especially when the situation is inconvenient or expensive for the organization.
Was Krispy Kreme legally required to replace the MacBook Pro?
No. The replacement went beyond legal obligation. It was a values-driven decision aligned with their mission and customer-first philosophy.
Why is this incident relevant to leaders and organizations?
Because culture is revealed under pressure. How an organization responds to complaints says more than what is written in its manuals.
What can leaders learn from this experience?
That empowered managers, values-based decisions, and leadership visibility can turn a potential crisis into brand advocacy.
💡 The ASK Takeaway
This experience reflects how the ASK Framework—Align • Strengthen • Kickstart—comes alive in real organizations:
- Align values with decisions, especially under pressure.
- Strengthen trust by empowering leaders to act, not escalate endlessly.
- Kickstart loyalty by turning complaints into credibility-building moments.
Customer-first culture is not framed. It is practiced.
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